Podcast terbaik Dom Hawes (2024)

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97. Marketing a business is everyone's business 41:13

3d ago41:13

41:13

In this episode of The Unicorny Marketing Show, Graham Wylie joins Dom to challenge the conventional view of marketing. Wylie argues that marketing shouldn’t be confined to a single department but should be a company-wide responsibility. He explains the importance of aligning marketing promises with product delivery and encourages organisations to …

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96. Rebel writing: how brandwank is killing your comms 47:01

10d ago47:01

47:01

In this episode of The Unicorny Marketing Show, Dom and Peter Whent discuss Peter's straightforward "pool rules" for better marketing messaging. Inspired by clear, no-nonsense swimming pool signs, these rules focus on the power of simple, bold communication. Peter highlights the need for brands to stop using jargon and start focusing on the real is…

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95. Impossible to Ignore with Carmen Simon 45:21

17d ago45:21

45:21

In this episode, Dom Hawes interviews cognitive neuroscientist Carmen Simon, uncovering how brain science can help marketers ensure their content is remembered. Carmen highlights the importance of focusing on distinctiveness and emotion to make sure your audience recalls the most crucial parts of your message. By understanding how the brain process…

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94. The behaviour you ignore is the culture you get 38:41

24d ago38:41

38:41

Could your company’s most valuable asset be its culture? In this episode, Hilton Barbour, a seasoned marketing consultant, discusses the vital role of organisational culture. He explains how culture shapes decisions, brand identity, and even the ability to innovate. Hilton explores the connection between culture and strategy, providing real-world e…

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93. Are side hustles marketers' secret weapon 31:07

29d ago31:07

31:07

In the second part of this episode, Leonard Burger returns to discuss the growing trend of side hustles and their unexpected benefits for marketers. Leonard shares how working on external projects, such as angel investing, has enriched his professional career, offering valuable perspectives that can be applied to his core role in product marketing.…

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92. Product marketing’s secret role in SaaS success 37:57

1M ago37:57

37:57

In this episode of The Unicorny Marketing Show, we pull back the curtain on a crucial, yet often overlooked, role in marketing: product marketing. Host Dom Hawes sits down with Leonard Burger to explore how product marketers act as the glue that binds sales, engineering, customer success, and strategy. With product marketing well-established in the…

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91. Respect - the currency of your customers (and your career) 23:19

1M ago23:19

23:19

In this continuation of Dom Hawes' conversation with Simon Carter, the focus shifts to the challenges facing marketing leadership and the role of trade bodies. They discuss how marketing organisations often fall short in supporting senior marketers, which affects the profession’s growth. Simon highlights the importance of earning respect within org…

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90. The #1 thing holding your marketing back (it's not your team) 30:16

1M ago30:16

30:16

In this episode of The Unicorny Marketing Show, Dom chats with Simon Carter, a marketing expert with a diverse background in industries such as financial services, utilities, and B2B. The conversation focuses on why marketing is often undervalued in organisations, touching on leadership, company culture, and the ongoing struggle for marketers to ha…

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89. 'Stack ranking': how to prioritise accounts for maximum gain 30:07

1M ago30:07

30:07

In Part 2 of our conversation with Clare Jones, CMO of System C, we explore the challenges of rebranding, maintaining brand integrity, and the strategic art of prioritising customers. Clare shares her experience of unifying multiple brands into one cohesive identity while staying true to core values. She also introduces her "rule of thirds" for cam…

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88. Re-evaluating demandgen: what marketers need to know 34:38

2M ago34:38

34:38

In this episode of The Unicorny Marketing Show, Clare Jones, CMO of System C, challenges the common perceptions around demand generation, explores the changing dynamics of B2B buyer behaviour, and discusses the complexities of mergers and acquisitions. Clare highlights why marketing needs to be involved at every stage of the buyer's journey and mak…

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87. From ideas to action: Managing creativity alongside daily operations 31:46

2M ago31:46

31:46

In this continuation of the discussion with Professor Ben Bensaou from INSEAD Business School, Dom explores how organisations can build a robust framework for continuous improvement and creativity. Bensaou introduces the concept of the "innovating engine," explaining how companies can create a structured environment that encourages all employees to…

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86. How innovation and marketing drive change together 37:53

2M ago37:53

37:53

In this episode of The Unicorny Marketing Show, Professor Ben M. Bensaou of INSEAD Business School joins us to discuss how organisations can build a culture where innovation thrives. Bensaou shares real-world examples from companies like Starwood Hotels and Fiskars, showing how even established businesses can invigorate their innovation processes b…

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85. Beyond Strategy: How AI and purpose partner for market success 24:38

2M ago24:38

24:38

In this episode, Dom Hawes continues his conversation with Dominic Rodgers, Head of Marketing at Frog Capital, focusing on how purpose is practically applied to scale businesses. Dominic discusses Frog Capital’s use of AI-driven toolkits and how engaging executives in content creation strengthens their impact. The episode also explores how these in…

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84. Frog Capital's playbook to purposeful growth 24:27

2M ago24:27

24:27

In this episode of Unicorny, Dominic Rodgers, Head of Marketing at Frog Capital, shares how his company integrates purpose into every aspect of its investment strategy. Dominic reveals Frog's unique methodology for scaling businesses, emphasising the vital role of purpose in driving both growth and resilience. The discussion explores how aligning p…

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83. Inspiration from outside: six sigma, side hustles and yoga studios 24:57

2M ago24:57

24:57

In this episode of Unicorny, we continue our exploration of the intersection between marketing and entrepreneurship with Sandra Vollrath, a marketing operations leader turned yoga studio owner. Building on the insights from part one, we examine how Lean Six Sigma principles can help eliminate inefficiencies in marketing departments and why understa…

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82. Know thy customer: big ideas from small business success 28:13

2M ago28:13

28:13

In this episode of Unicorny, we meet Sandra Vollrath, a seasoned B2B marketing strategist and yoga studio owner, to explore the intriguing parallels between marketing operations and entrepreneurship. Sandra shares her journey from leading global marketing systems at Bentley Systems to founding her own yoga studio, unravelling valuable lessons appli…

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81. The Unicorny Manifesto: Why 'phony wars' kill marketers' credibility 24:22

2M ago24:22

24:22

In this episode of Unicorny, Dom goes solo again and challenges the common perceptions of B2B marketing, stressing the need for a comprehensive understanding that goes beyond promotional activities. He examines the notion that B2B marketing is ineffective and advocates for a balanced approach that incorporates both traditional and modern marketing …

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80. The Unicorny Manifesto: Why do so many people not know what marketing is? 23:09

3M ago23:09

23:09

In a slight shake-up from the usual, Dom goes solo and tackles the challenge of defining marketing and its significance within businesses today. Drawing from over 80 podcast episodes and his own experiences, Dom outlines a manifesto for modern marketing. He urges marketers to rethink their definitions and approaches, stressing the need for a unifie…

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79. How technology is going to change the future of marketing communication 24:43

3M ago24:43

24:43

In this episode of Unicorny, Dom Hawes continues his conversation with Steven Millman about the transformative potential of AI and quantum computing. They focus on the evolution from artificial general intelligence (AGI) to artificial superintelligence, its implications for marketing, and the ethical considerations surrounding these advancements. T…

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78. Quantum computing, IoT, AI and future marketing 22:52

3M ago22:52

22:52

Discover the future of marketing with Dom Hawes and guest Steven Millman as they discuss the implications of quantum computing and advanced AI. Learn how these technologies will transform creative development, hyper-personalization, and real-time data processing, impacting the marketing industry profoundly. Here are some of the key points you can e…

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77. How to boost your marketing teams' morale: secrets from a world-class psychologist 27:54

3M ago27:54

27:54

Welcome back to Unicorny! In this episode, host Dom Hawes continues his discussion with psychologist Simon Hartley, focusing on how to reignite enthusiasm in marketing teams. Building on the PEAR framework discussed in part one, Simon provides practical advice on creating a motivating work environment. They also explore Simon's book "Two Lengths of…

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76. Four pillars of motivation hold the key to happy team mates 31:32

3M ago31:32

31:32

In this episode of Unicorny, host Dom Hawes addresses the troubling issue of job satisfaction among marketers. With the help of Simon Hartley, an esteemed author and sports psychologist, they explore why only half of marketers enjoy their work. Simon provides practical advice on enhancing team motivation and personal job fulfilment using his PEAR f…

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75. How to align strategy with business goals 28:59

3M ago28:59

28:59

In this episode of Unicorny, host Dom Hawes continues his conversation with James Gatoff, Group Chief Marketing and Communications Officer at Lombard International Group. James shares his expertise on integrating marketing with business objectives, leveraging technology for measurable outcomes, the importance of crisis communication and the need fo…

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74. Breaking boundaries by bootstrapping broadcast 26:37

3M ago26:37

26:37

In this episode, Dom Hawes chats with James Gatoff, Group Chief Marketing and Communications Officer of Lombard International Group, about the complexities of marketing in highly regulated, multi-jurisdictional environments. James shares his journey from finance to marketing and discusses the strategic use of technology, cultural nuances, and the i…

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73. Departmental myopia: the internal trade off between efficiency and innovation 25:25

4M ago25:25

25:25

In this second part of our discussion with Blair Enns, we explore the internal dynamics that influence agency-client relationships. Host Dom Hawes and Blair continue to discuss balancing efficiency and innovation, focusing on how departmental goals can conflict with overarching business objectives. They examine bounded rationality, the inefficiency…

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72. Transforming agency relationships: From outputs to outcomes 26:12

4M ago26:12

26:12

Today's episode of Unicorny tackles the complex dynamics between brand marketers and creative agencies, focusing on the dysfunctional commercial relationships that have emerged over recent years. Host Dom Hawes is joined by Blair Enns, founder of “Win Without Pitching”. They explore how procurement practices and outdated commercial models hinder in…

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71. Thesis-Driven Marketing: you heard it here first 29:08

4M ago29:08

29:08

Welcome back to Unicorny! In this episode, Dom Hawes continues his chat with Andrew Davies, a CMO and serial entrepreneur. Andrew shares his thoughts on how to integrate value-based pricing, the importance of packaging, methods for retaining customers in the competitive SaaS landscape, and the concept of thesis-driven marketing. Understanding the i…

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70. How entrepreneurs create value 26:01

4M ago26:01

26:01

In this episode of Unicorny, host Dom Hawes speaks with Andrew Davies, Chief Marketing Officer at Paddle, about integrating entrepreneurial principles into marketing strategies. Andrew discusses the benefits of approaching marketing with the mindset of a startup founder, comparing the methodologies of venture capital and private equity, and stressi…

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69. Death to ROI! Marketing is not a profit centre. 28:05

4M ago28:05

28:05

Welcome to part two of our myth-debunking session with Dale W. Harrison, where we explore the realities of demand creation in marketing. Dale, a polymath with a broad view of business, explains why performance marketing is flawed and introduces the 95/5 rule, which outlines the natural buying cycles of customers. Understand the 95/5 rule and its im…

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68. The truth about demand creation? It’s a lie. 25:54

4M ago25:54

25:54

Curious about why "demand creation" might be a ‘lie’ or a myth? In this episode, Dale W. Harrison challenges conventional marketing wisdom by arguing that demand cannot be created but only captured. We discuss real-world examples like the iPhone and the Apple Newton to illustrate the differences between capturing existing demand and the futility of…

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BONUS episode: Propolis Community Index and B2B Ignite preview 24:42

4M ago24:42

24:42

In this special episode of Unicorny, we're gearing up for B2B Ignite, the business marketing conference taking place on July 3rd at 133 Houndsditch in the City of London. Dom Hawes, your host, talks to Richard O'Connor, CEO of B2B Marketing, about the Propolis Community Index and the key trends shaping business marketing. We dive into insights on b…

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67. Why Globalocal marketing’s the right approach 31:58

4M ago31:58

31:58

In this episode of Unicorny, Dom Hawes continues his conversation with Maya Price, SAP’s Global Head: Field Marketing Events Management. They discuss the balance between standardisation and customisation in field marketing, focusing on creating global consistency while maintaining local relevance. Maya shares practical advice on optimising resource…

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66. Field marketing: where outside-in begins 30:16

4M ago30:16

30:16

Join Maya Price, SAP's global head of field marketing and event management, to take a peek behind the scenes of field marketing. Learn how she connects brands with customers, navigates the shift from regional to global roles, and strikes the perfect balance between local flair and global consistency. Get ready for practical tips on crafting events …

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65. Positioning power play: how to make difference pay 27:39

4M ago27:39

27:39

Discover the keys to effective product positioning with April Dunford, one of the leading experts in the field. In this episode, April reveals how to harness the power of internal knowledge to understand competition, customer needs, and the value of your offerings. Learn why traditional customer feedback can mislead and find out the right questions…

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64. Perfect positioning: April Dunford's playbook for success 30:33

5M ago30:33

30:33

In this episode of Unicorny, Dom Hawes speaks with April Dunford, a leading expert in B2B tech marketing and the author of "Obviously Awesome" and "Sales Pitch". They explore the complexities of effective product positioning. April highlights typical pitfalls, such as the shortcomings of traditional positioning statements and the critical nature of…

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63. Market share masterclass: blending organic growth and M&A 23:58

5M ago23:58

23:58

In part two of Rachel Fairley's discussion with Duncan Daines, Head of Engagement at Gama Aviation, she explores the intricacies of growing market share and connecting marketing to business outcomes. Duncan shares his unique approach to achieving commercial success through strategic thinking and adaptable marketing strategies. The importance of ble…

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62. Segmentation secrets: precision marketing in niche markets 26:29

5M ago26:29

26:29

In this episode, Duncan Daines, Group Head of Engagement at Gama Aviation, shares his perspectives on aligning marketing strategies with commercial outcomes, the evolving role of agencies, and the importance of segmentation. From his unique career spanning product design to high-stakes mergers and acquisitions, Duncan and guest host, Rachel Fairley…

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61. Unlock the secret to beating imposter syndrome in branding 22:18

5M ago22:18

22:18

In this episode of Unicorny, guest host Rachel Fairley and brand strategist Sarah Robb tackle the challenges of imposter syndrome in marketing and the confusion caused by jargon. They discuss practical ways to simplify language, improve cross-departmental communication, and build confidence among marketers. What’s the connection between jargon and …

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60. Cut the Jargon: Simplifying brand strategy for better results 33:47

5M ago33:47

33:47

In this episode of Unicorny, Rachel Fairley kicks Dom out of the studio to meet brand expert, Sarah Robb. Together, they discuss the essential elements of creating a brand that genuinely reflects its purpose. Discover how aligning your brand’s purpose with business activities enhances authenticity and learn about the crucial role leadership plays i…

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59. Data, sales, strategy: marketing's C-Suite blueprint for success 22:16

5M ago22:16

22:16

In this episode of Unicorny, Dom Hawes and marketing strategist Paul Worthington continue their examination of marketing's modern challenges. They tackle how to turn the overwhelming flood of data into a strategic advantage and discuss what it really takes to make an impact in the C-suite. Are you leveraging your data to its full potential? Let’s f…

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58. Battle of Beliefs: Does professional certification kill marketers instinct? 23:27

5M ago23:27

23:27

In this episode of Unicorny, Dom Hawes and guest Paul Worthington discuss whether marketing should be recognised as a formal profession or continue as a trade based on practical experience. They evaluate the potential impacts of standardising marketing practices—could it inhibit creativity and diminish competitive advantage? Weighing the merits of …

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57. Sayonara Silos! The power of cross-functional teams in marketing 24:38

5M ago24:38

24:38

In this episode of Unicorny, Dom Hawes continues the conversation with Géraldine Tenten, a seasoned IBM marketer, about uniting a company around the shared goal of creating happy customers. They tackle the challenges of aligning sales and marketing, the power of cross-functional "diamond teams," and how digital transformation is reshaping B2B marke…

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56. How to change KPI chaos into customer bliss 22:37

5M ago22:37

22:37

What’s holding back your business from reaching its full potential? In this episode of Unicorny, host Dom Hawes and guest Géraldine Tenten discuss how to achieve sustainable growth by focusing on happy customers and avoiding common pitfalls. With over 20 years of experience in marketing and communications, Geraldine brings a wealth of practical adv…

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55. Mastering chaotic markets with advanced management techniques 25:22

6M ago25:22

25:22

Have you considered how enhanced leadership techniques can enable more agile market responses? Or how your team could manage uncertainty through innovative management models? In this episode you'll hear: Further exploration of leadership roles in Beyond Budgeting Strategies for fostering organizational adaptability Techniques for sustaining busines…

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54. Why marketers need to look beyond budgeting 30:49

6M ago30:49

30:49

The traditional approach to budgeting is broken. Worse. Budgeting builds dysfunction into business and into your marketing department. There is a better way. This week, we meet Dr Steve Morlidge, thinker, speaker, author of The Little Book of Beyond Budgeting and chair of the European Beyond Budgeting Round table. Traditional marketing budgeting li…

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53. Local Leverage: Are marketers missing the mark with community-driven activation? 23:32

6M ago23:32

23:32

In today's episode, part two of our discussion with Adrian Coxon, we explore how marketing drives product innovation and brand competitiveness in B2B. Adrian provides practical ways of using customer feedback and competitive analysis to improve market presence. Learn how marketing teams can better represent customer needs in product development. Fi…

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52. Demanding what's due: Are marketers under-rated and underpaid? 26:11

6M ago26:11

26:11

In this episode of Unicorny, Dom Hawes and guest Adrian Coxon, CMO of Exante, address the ongoing challenge of marketing being undervalued in businesses. The evidence? Many marketers are paid less than their peers. So how do you boost the redress the imbalance? Understand the implications of short-term focus versus long-term strategy in marketing a…

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51. Decoding decisions: anchoring, self-herding and science in B2B with Phil Barden 24:54

6M ago24:54

24:54

Join Dom Hawes and Phil Barden as they continue their exploration of decision science in B2B marketing. Discover how subtle elements like perception and pricing can significantly influence buyer decisions. Learn how distinctive branding and pricing strategies can optimize the decision-making process. Learn about aligning explicit and implicit custo…

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50. Decoding decisions: the hidden science behind why we buy with Phil Barden 31:14

6M ago31:14

31:14

Join Dom Hawes and Phil Barden in this episode of Unicorny as they dive into the power of decision science in B2B marketing. Understand decision science's role in marketing Explore how scientific principles can be applied to enhance marketing creativity and effectiveness Discover how behavioural and decision sciences inform marketing strategies Lea…

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49. Beyond Faster Horses: AI's Impact on Search and the Digital Ecosystem 27:29

6M ago27:29

27:29

In this compelling continuation of Unicorny's exploration of AI in marketing, Dom Hawes returns with part two of his discussion with Steven Millman and Jonathan Harris. Building on the insights from part one, this episode delves into the emerging role of personal AI assistants and their potential to revolutionise consumer interaction by removing tr…

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